Second largest private, family-owned life and health insurance companies in the United States

STP

Segment

Health Insurance Products and tax deferred annuities

Target Group

Education employees, trade association members and companies

Positioning

Voluntary insurance for the working class

SWOT Analysis

Strengths

1. Consistent performance with solid financial stability. 2. Serves in almost all US States and 20+ countries worldwide. 3. Good Compensation, Rewards and Fringe benefits stand as motivating factor for employees.

5. The company has ranked on Fortune magazine’s “100 Best Companies to Work for” list

Weaknesses

1. Alignment of interests would be a challenge as it is a family business. 2. Limited market share as compared to the global leaders in the industry

Opportunities

1. Can reap more benefits by becoming a Public Company

2. Expansion through tie-ups and collaborations can enhance services

Threats

1. Sustainability is a major challenge in the industry 2.State based insurance services almost with the same cause as the company

3. Economic fluctuations can affect industry operations

Competition

Competitors

1. Medicaid and SCHIP 2. American National Insurance Company

The table above concludes the American Fidelity Assurance SWOT analysis along with its marketing strategy and brand parameters.

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